We are launching a new programme called 'The Challenge' aimed at 16 year olds which we intend to grow to reach 100,000 young people per year over the coming years. The programme challenges young people to push themselves, discover their talents and, in doing so, make a difference in their local community. We will start promoting the programme next month and so we need a logo that will appeal to young people today but also in the future. Can you help?
Our new programme, The Challenge puts teams of diverse 16/17 year olds through a one year training and community service scheme starting with a three week summer camp and then 50 hours of social action to tackle local civic and youth-related issues. Ultimately the aim is for alumni to get more deeply involved serving with community organisations and youth work who current suffer a chronic shortage or workers and volunteers, as well as to gain skills and maturity and networks across social divides.
We are preparing to launch our marketing for the first programme and so we need the right logo for the programme, which we will use on all our communications both online and on paper.
The logo must include 'The Challenge'. It must fit with our brand guidelines (see below) and must be able to appeal to young people today as well as in ten years time.
The Challenge enables young people to do more and be more. The Challenge is an adventure and personal fulfilment programme that creates active citizens who will pass on their new skills to the wider community around them
Participants: They are experience collectors and potential leaders. These are the young people who ask, “Why?”. Our challenge is to engage, challenge and inspire them
Parents: These seeks reassurance in the value of The Challenge experience. They want to know that the organisation that their children are going away with are reliable and professional.
The Challenge is like a reality based computer game which sets up levels of adventure, achievement and reward. Yet unlike in the virtual world, experience of The Challenge will change people’s lives.
Empowerment – personal responsibility, involving to all
Adventure – provoke, push, reward
Change – momentum, ripple effects
Optimism – pioneering, creating positive future
Provocative - throws down the gauntlet & asks, “What have you done to make yourself more interesting today?”
Professional – large scale, a national experience that values kids’ welfare, experienced, confident, shows corporate humility, reassuring
Emphatic – Everybody faces challenges, not everybody steps up to them. Do, not say.
- Anything too achingly hip - this needs to appeal in ten years time as well as today
- Anything kitsch
- Anything too macho (this needs to appeal to girls too)
- Anything fluffy and caring (we want young people to sign up who aren't initially attracted to making a difference, but are attracted by being challenged)